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US Fish and Shellfish market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Fish and Shellfish market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Emma Clifford, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

A combination of rising prices and the outlook for a sustained squeeze on real incomes spells troublesome times for the fish and shellfish market. This is set to entrench and exacerbate the impact of these products’ relatively high expense in limiting usage. However, it is not all bad news, and there is potential for frozen fish/shellfish to prosper in this more austere climate. Emma Clifford
Associate Director - Food & Drink

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Products covered in this Report

This Report discusses the retail sales of seafood for in-home consumption. Seafood is defined for the purposes of this Report to include fish (fin fish) and shellfish (including crustaceans), whether chilled, frozen or ambient. This Report includes plain, as well as processed and ready-to-cook products.

The word ‘ambient’ is used to refer to the segment traditionally dominated by canned fish, which now also includes ambient fish in tubs, pouches and jars.

Excluded from this Report are seafood-based ready meals and sales of seafood through the catering sector, eg fish and chip shops. Sales of sushi are also excluded.

The market size in this Report differs from the Mintel Market Sizes market size for the category because the Mintel Market Sizes figure includes sales of ready meals and meal centres, which this Report does not include.

It also differs from the Mintel Market Sizes market size for the category because the Mintel Market Sizes figure excludes sales of chilled plain whole, filleted or portioned fish, which this Report includes.

Please note that as a result of updated market information, Mintel has adjusted the market size data for frozen fish and shellfish from the previous Report.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2013-23
        • The issues
          • Consumers limit fish and shellfish strengths to health
            • Figure 2: Protein perceptions, September 2018
          • Consumption frequency falls short of other proteins
            • Figure 3: Protein consumption frequency, September 2018
          • Seafood lags behind other proteins in variety of consumption
            • Figure 4: Protein occasions, September 2018
          • Good participation, yet few species rise to the top
            • Figure 5: Fish and shellfish purchase, September 2018
          • The opportunities
            • Frozen and shelf-stable seafood shrug off the processed stigma
              • Figure 6: Storage type perceptions, September 2018
            • Getting direct with health can inspire frequency
              • Figure 7: Fish and shellfish attributes, September 2018
            • What it means
            • The Market – What You Need to Know

              • Gains across segments result in modest category growth
                • Other animal proteins continue to hold price advantage
                  • Trade war, overfishing threatens to intensify price hikes
                  • Market Size and Forecast

                    • Category continues to grow
                      • Figure 8: Total US sales and fan chart forecast of fish and shellfish, at current prices, 2013-23
                      • Figure 9: Total US retail sales and forecast of fish and shellfish, at current prices, 2013-23
                  • Market Breakdown

                    • Sales increase across segments
                      • Fresh
                        • Frozen
                          • Shelf-stable
                            • Figure 10: Total US retail sales and forecast of fish and shellfish, by segment, at current prices, 2013-23
                        • Market Perspective

                          • Expensive reputation compounded by rising costs
                            • Figure 11: Correspondence analysis – Symmetrical map – Protein perceptions, September 2018
                            • Figure 12: Changes in food price indices, August 2017-18
                          • Meat alternatives
                            • Foodservice a source of competition, inspiration
                              • Figure 13: Menu incidence change of select fish and shellfish ingredients, Q3 2016-18
                              • Figure 14: Menu incidence change of select seafood flavors, Q3 2016-18
                          • Market Factors

                            • Escalating trade war threatens increased prices
                              • Despite newfound focus on sustainability, overfishing still rampant
                                • Labeling skepticism still causing confusion
                                • Key Players – What You Need to Know

                                  • Private label dominates the category
                                    • StarKist innovation keeps Dongwon Industries on top
                                      • Sustainability, provenance claims gain traction
                                        • Faux fish has potential
                                        • Company and Brand Sales of Fish and Shellfish

                                          • Store brands hold commanding market share lead
                                            • Dongwon leads fragmented school of fish and shellfish companies
                                              • Figure 15: Multi-outlet sales of fish and shellfish, by leading companies, rolling 52 weeks 2017 and 2018
                                          • What’s Working?

                                            • StarKist’s diverse portfolio of products
                                              • Figure 16: Multi-outlet sales of shelf-stable fish, by StarKist total brand and products, rolling 52 weeks 2017 and 2018
                                              • Figure 17: StarKist TV Advertisement – “Tuna Creations BOLD”
                                            • Private label options
                                              • Figure 18: Purchase intent of fish and shellfish brands, select store brands, January 2017-September 2018
                                              • Figure 19: Purchase intent of fish and shellfish brands, select store brands with transparency claims, January 2017-September 2018
                                              • Figure 20: Multi-outlet sales of total, frozen, shelf-stable, and fresh fish and shellfish, by private label, rolling 52 weeks 2017 and 2018
                                            • Sourcing, sustainability claims to offset mislabelling issues
                                              • Figure 21: Launches of fish and shellfish, by select transparency claims, 2015-18*
                                              • Figure 22: Multi-outlet sales of fish and shellfish, by select brands with transparency claims, rolling 52 weeks 2017 and 2018
                                          • What’s Struggling?

                                            • Premium pricing stalls small frozen brands
                                              • Figure 23: Multi-outlet sales of frozen fish and shellfish, by other brands, rolling 52 weeks 2017 and 2018
                                              • Figure 24: Multi-outlet sales of fish and shellfish, by select smaller frozen fish and shellfish brands, rolling 52 weeks 2017 and 2018
                                          • What’s Next?

                                            • Faux fish
                                              • Simple solutions
                                                • Figure 25: Launches of fish and shellfish, by select convenience claims, 2015-18*
                                              • Meal kits and prepared meals
                                                • Breaking into snacking
                                                • The Consumer – What You Need to Know

                                                  • Widespread purchase, yet shallow extension of species
                                                    • Seafood consumption falls short of other proteins
                                                      • Fish and shellfish occasions are limited
                                                        • Fresh associated with nutrition, frozen with convenience
                                                        • Fish and Shellfish Purchase

                                                          • Salmon, tuna, and tilapia outpace most species
                                                            • Figure 26: Fish purchase, September 2018
                                                          • Shrimp drives shellfish purchase
                                                            • Figure 27: Shellfish purchase, September 2018
                                                          • Frozen just as popular as fresh in category
                                                            • Figure 28: Fish and shellfish type purchased, September 2018
                                                          • Younger men, fathers most likely to buy fish and shellfish
                                                            • Figure 29: Fish and shellfish purchase, by gender and age and parental status by gender, September 2018
                                                        • Fish and Shellfish Consumption and Frequency

                                                          • Fish and shellfish trail other proteins in consumption, frequency
                                                            • Figure 30: Protein consumption frequency, September 2018
                                                          • Younger men, fathers eat fish and shellfish most often
                                                            • Figure 31: Protein consumption frequency – any fish or shellfish, by gender and age and parental status by gender, September 2018
                                                          • Taste and health drive frequent consumption
                                                            • Figure 32: Reasons for frequent consumption, September 2018
                                                          • Affordability is a key barrier
                                                            • Figure 33: Reasons for infrequent consumption, September 2018
                                                          • Dislike for taste, smell lead reasons for non-consumption
                                                            • Figure 34: Reasons for non-consumption, September 2018
                                                            • Figure 35: Reasons for non-consumption, September 2018
                                                        • Storage Type Perceptions

                                                          • Fresh wins on nutrition; frozen, shelf-stable deliver on convenience
                                                            • Figure 36: Correspondence analysis – Symmetrical map – Storage type perceptions, September 2018
                                                            • Figure 37: Storage type perceptions, September 2018
                                                          • Younger consumers still getting sea legs in seafood prep
                                                            • Figure 38: Storage type perceptions – Easy to prepare, by age, September 2018
                                                        • Protein Perceptions

                                                          • Seafood strengths tied to health; brands should double down
                                                            • Figure 39: Correspondence analysis – Symmetrical map – Protein perceptions, September 2018
                                                            • Figure 40: Protein perceptions, September 2018
                                                          • Fish more associated with health, shellfish with taste
                                                            • Figure 41: Protein perceptions – Fish and shellfish, by age, September 2018
                                                        • Protein Occasions

                                                          • Disrupt limited fish and shellfish occasions to boost frequency
                                                            • Figure 42: Correspondence analysis – Symmetrical map – Protein occasions, September 2018
                                                            • Figure 43: Protein occasions, September 2018
                                                        • Fish and Shellfish Attitudes and Behaviors

                                                          • Seafood has inherent healthy reputation, perhaps even without clean labeling
                                                            • Figure 44: Fish and shellfish attitudes and behaviors, September 2018
                                                          • Cleaner label will resonate with consumers 35+
                                                            • Figure 45: Fish and shellfish attitudes and behaviors – Additives/preservatives, by age, September 2018
                                                          • Younger consumers, parents turn to category for special occasions
                                                            • Figure 46: Fish and shellfish attitudes and behaviors – Special occasions, by age and parental status, September 2018
                                                        • Fish and Shellfish Attributes

                                                          • Health, value are prioritized
                                                            • Figure 47: Fish and shellfish attributes, September 2018
                                                          • Range of health, natural, and value attributes reach bulk of consumers
                                                            • Figure 48: TURF analysis – Fish and shellfish attributes, September 2018
                                                          • Older consumers focused on claims, younger consumers on easy prep
                                                            • Figure 49: Fish and shellfish attributes – Wild caught, no additives/preservatives, flavored, and pre-cooked, by gender and age, September 2018
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • TURF Methodology
                                                                    • Abbreviations and terms
                                                                      • Abbreviations
                                                                        • Terms
                                                                        • Appendix – The Market

                                                                            • Figure 50: Total US retail sales and forecast of fish and shellfish, at inflation-adjusted prices, 2013-23
                                                                            • Figure 51: Total US retail sales and forecast of fish and shellfish, by segment, at current prices, 2013-23
                                                                            • Figure 52: Total US retail sales of fish and shellfish, by segment, at current prices, 2016 and 2018
                                                                            • Figure 53: Total US retail sales and forecast of fresh fish and shellfish, at current prices, 2013-23
                                                                            • Figure 54: Total US retail sales and forecast of fresh fish and shellfish, at inflation-adjusted prices, 2013-23
                                                                            • Figure 55: Total US retail sales and forecast of frozen fish and shellfish, at current prices, 2013-23
                                                                            • Figure 56: Total US retail sales and forecast of frozen fish and shellfish, at inflation-adjusted prices, 2013-23
                                                                            • Figure 57: Total US retail sales and forecast of shelf-stable fish and shellfish, at current prices, 2013-23
                                                                            • Figure 58: Total US retail sales and forecast of shelf-stable fish and shellfish, at inflation-adjusted prices, 2013-23
                                                                            • Figure 59: Total US retail sales of fish and shellfish, by channel, at current prices, 2013-18
                                                                            • Figure 60: Total US retail sales of fish and shellfish, by channel, at current prices, 2016 and 2018
                                                                            • Figure 61: US supermarket sales of fish and shellfish, at current prices, 2013-18
                                                                            • Figure 62: US sales of fish and shellfish through other retail channels, at current prices, 2013-18
                                                                        • Appendix – Key Players

                                                                            • Figure 63: Multi-outlet sales of fresh fish and shellfish, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                            • Figure 64: Multi-outlet sales of frozen fish and shellfish, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                            • Figure 65: Multi-outlet sales of shelf-stable fish and shellfish, by leading companies and brands, rolling 52 weeks 2017 and 2018